Sales Executive – HORECA (Hotels, Restaurants & Catering) Job Description
Job Title
Sales Executive – HORECA
Job Summary
The Sales Executive – HORECA is responsible for developing and managing sales within the Hotels, Restaurants, Cafés, Catering, and Institutional sectors. The role focuses on identifying new business opportunities, maintaining strong customer relationships, achieving sales targets, and promoting the company's products and services to HORECA clients.
Key Responsibilities
Sales & Business Development
- Identify and develop new business opportunities within the HORECA sector.
- Achieve monthly, quarterly, and annual sales targets.
- Conduct market research to identify potential customers and emerging opportunities.
- Develop and implement sales strategies to increase market share and revenue.
Customer Relationship Management
- Build and maintain strong relationships with hotels, restaurants, cafés, catering companies, and institutional clients.
- Conduct regular customer visits and business reviews.
- Understand customer requirements and provide tailored product solutions.
- Resolve customer concerns and ensure high levels of customer satisfaction.
Account Management
- Manage and grow existing customer accounts.
- Negotiate pricing, contracts, and commercial agreements within company guidelines.
- Monitor customer purchasing patterns and identify upselling opportunities.
- Ensure timely order processing and delivery coordination.
Product Presentation & Promotion
- Conduct product presentations, demonstrations, and tasting sessions when applicable.
- Introduce new products and promotional programs to customers.
- Collaborate with marketing teams to support sales campaigns and brand visibility.
Market Intelligence
- Monitor competitor activities, pricing, and market trends.
- Gather customer feedback and share insights with management.
- Provide recommendations for product development and market expansion.
Reporting & Administration
- Maintain accurate customer records and sales activities in CRM systems.
- Prepare sales forecasts, pipeline reports, and performance updates.
- Track collections and coordinate with finance teams to ensure timely payments.
Collaboration
- Work closely with operations, logistics, procurement, and customer service teams.
- Coordinate with distributors and channel partners to maximize market coverage.
- Support trade shows, exhibitions, and industry events.
Qualifications
- Bachelor's degree in Business Administration, Marketing, Hospitality Management, or a related field.
- 2–5 years of sales experience, preferably within the HORECA, food service, FMCG, beverage, hospitality, or distribution industry.
- Proven track record of achieving sales targets and managing key accounts.
- Valid driving license and willingness to travel frequently.
Skills & Competencies
- B2B Sales and Negotiation
- Key Account Management
- Business Development
- Relationship Building
- Customer Service Orientation
- Market Analysis
- Communication and Presentation Skills
- CRM and Sales Reporting
- Time Management and Planning
- Problem-Solving and Decision-Making
Key Performance Indicators (KPIs)
- Achievement of sales revenue targets
- New customer acquisition
- Growth of existing accounts
- Customer retention rate
- Collection and payment performance
- Market share growth
- Sales pipeline development
Working Conditions
- Full-time position with regular field visits.
- Frequent travel to customer locations.
- Participation in trade events, exhibitions, and industry networking activities as required.
